When visitors land on a website, the first thing they do
is mentally evaluate in an instant whether they can trust
the information on the site enough to continue. Like all
information, this is a matter of whether or not the source
of the information can be trusted. On a website, this is
the company behind the information. The company is evaluated
at "first glance" during the first three seconds
of the new website encounter. What do visitors look for
during this critical period?